14 years ago, we developed the Gijpvogel in collaboration with Renée van der Gijp: a mascot that laughs like Renée when you press its belly. At the time, the mascot quickly became a hit and still hangs at Voetbal Inside to this day.

During the last World Cup, consumers received a Gijpvogel cap as a gift when purchasing participating products. We developed the concept and content for this activation, in collaboration with cartoonist Toon van Driel (known for FC Knudde and illustrator of the Gijpvogel) and SowiesoSocial.

Paid campaign

Nine advertisements, €1,085.69 spent, 294,000 unique people reached. And all that with a healthy frequency between 1.17 and 1.91, so without oversaturation. The strongest ad, the teaser around the cap, reached 185,952 people alone at €2.23 per 1,000 people reached. For comparison: that is less than a quarter of a cent per person. The audience we reached: mainly men (67%) between 45 and 64 years old, exactly the target group that matches the theme.

Organic growth

On Facebook, the number of views grew to over 610,000, with 224,000 unique viewers, mostly people who did not follow the page yet. That is a doubling compared to the beginning of this year. Instagram added another 24,000 views and was by far the most engaging of the two channels: more interactions and more link clicks, despite a much smaller number of views.

Result

Paid and organic noticeably reinforced each other: the peak weeks in the organic figures coincided exactly with the campaign weeks. The sum: for just over a thousand euros, nearly 294,000 people reached through ads, over 610,000 views on Facebook and another nearly 82,000 accounts reached on Instagram. And an audience that knows the Gijpvogel is back. Because that is what it is all about. Likes are nice, customers are better.